Marketing Public Relations Radio Ardan dalam Mempertahankan Minat Pendengar

2020 ◽  
Vol 2 (4) ◽  
pp. 401-420
Author(s):  
Muhamad Fakhri Affiyandi ◽  
Wiryo Setiana ◽  
Lida Imelda Cholidah
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Public Relations ◽  
Marketing Activities ◽  
Pull Strategy ◽  
Story Selection ◽  
Depth Interviews ◽  
Participatory Observation ◽  
Relations Marketing

Tujuan penelitian ini adalah untuk mengetahui bagaimana  Radio Ardan dalam melakukan kegiatan Marketing Public Relations berupa Pull Strategy, Push Strategy, Pass Startegy dalam mempertahankan minat pendengar. Metode yang digunakan dalam penelitian ini adalah studi kasus, untuk mengetahui aspek “how” dan “why” pada Marketing Public Relations yang dilakukan Radio Ardan dalam mempertahankan minat pendengar. Teknik pengumpulan data yang digunakan adalah wawancara mendalam dan observasi partisipatori pasif. Hasil penelitian menunjukkan bahwa Marketing Public Relations yang dilakukan oleh Radio Ardan dalam mempertahankan minat pendengar dimulai dengan Pull Strategy dimana pada strategi tahapannya terdiri dari menggunakan media sosial, umbul-umbul, pemilihan cerita, dan penyajian cerita, selanjutnya pada Push Strategy dengan tahapan menjalin kerjasama, nightmare school, mengadakan kuis, dan merilis buku, dan terakhir adalah Pass Strategy, dimana hasil dari pada tahap ini dimulai dengan ritual, ekspedisi life, menjalin kerjasama dengan jurnalisa, dan sponsorship.   The purpose of this study was to find out how Radio Ardan in conducting Public Relations Marketing activities in the form of Pull Strategy, Push Strategy, Startegy Pass in maintaining the interest of listeners. The method used in this study is a case study, to find out the aspects of "how" and "why" in Marketing Public Relations conducted by Radio Ardan in maintaining the interest of listeners. Data collection techniques used were in-depth interviews and passive participatory observation. The results showed that Marketing Public Relations carried out by Radio Ardan in maintaining listeners' interest began with Pull Strategy where the stage strategy consisted of using social media, banners, story selection, and story presentation, then on Push Strategy with the stages of collaborating, nightmare school, holding quizzes, and releasing books, and finally the Pass Strategy, where the results at this stage begin with rituals, life expeditions, collaborating with journalism, and sponsorship. Keywords : Marketing Public Relations; Listener Interest; Radio

Marketing Public Relations Melalui Instagram Screamous

2020 ◽  
Vol 2 (4) ◽  
pp. 361-380
Author(s):  
Nathasya Wiguna Wiguna ◽  
Nathasya Wiguna Dang Eif Dono Darsono
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Public Relations ◽  
Descriptive Analysis ◽  
Active Role ◽  
Online Media ◽  
Good Citizen ◽  
Special Events ◽  
Pull Strategy ◽  
The Times

ABSTRAK Nathasya Wiguna, Marketing Public Relations Melalui Instagram Screamous (Analisis Deskriptif pada Instagram @Screamous_55) Media sosial Instagram media dan seiring dengan berkembangnya zaman, Instagram menjadi salah satu media sosial yang cukup diminati untuk kepentingan komunikasi pemasaran, dengan ciri khasnya mengedepankan pesan visual dan audio visual dengan interaktivitas yang tinggi. Marketing Public Relations Instagram Screamous menjadikan instagram sebagai media atau saluran dalam berbisnis salah satunya di bidang fashion. Screamous dalam hal ini memiliki peran aktif dalam mengelola dan menginformasikan sebuah produk melalui media online.  Penelitian ini bertujuan untuk meraih penyampaian informasi, mengenalkan brand dan produk serta menerapkan bangga akan produk lokal dengan menciptakan opini yang menguntungkan dan berhasilnya pemasaran. Selain itu bertujuan untuk mengetahui pull strategi dalam menarik minat konsumen terhadap konsumen, dengan push strategi yang mendorong berhasilnya pemasaran dan menggunakan pass strategi dalam memberikan opini yang menguntungkan. Metode yang digunakan dalam penelitian ini adalah Kualitatif dengan pendekatan analisis desktiptif dan menerapkan paradigma konstruktivisme, kemudian teknik yang di gunakan pada penelitian ini adalah teknik pengumpulan data, observasi partisipatori pasif, wawancara mendalam dan studi dokumen. Penelitian ini dilakukan melalui langkah-langkah : menentukan lokasi penelitian, menentukan metode penelitian, menentukan pemilihan informan, menentukan sumber dan jenis data, menentukan teknik pengumpulan data serta mengolah dan menganalisis data. Hasil penelitian ini menunjukan bahwa dalam mengenalkan dan mempertahankan brand lokal, dalam menunjang berhasilnya pemasaran. Screamous mengajak kepada para konsumen menyatukan suatu pemahaman bahwa sebagai warga negara yang baik, harus bangga akan produk lokal atau produk  dalam negeri. Marketing Public Relations Melalui Instagram Screamous dalam mempromosikan suatu produk terdiri dari Pull Strategy dalam menarik minat melalui campaign di produk atau barang Screamous dan melakukan kegiatan promosi melalui media online, dan media sosial. Push Strategy Screamous melalui spesial event, seperti kickfest, expo dalam mendorong berhasilnya pemasaran. Pass Strategy Screamous dalam menciptakan opini yang menguntungkan melalui kegiatan sponsorship seperti acara seminar, edukasi, acara musik dalam menjalin kerjasama dan membantu generasi bangsa dalam berkarya. Kata Kunci :Pemasaran, Instagram, dan Screamous ABSTRACT Nathasya Wiguna, Marketing Public Relations Through Instagram Screamous (Deskriptive analysis on Instagram @Screamous_55) Instagram media social media and along with the times, Instagram has become one of the social media that is in great demand for marketing communication purposes, with its trademark promoting visual and audio visual messages with high interactivity. Marketing Public Relations Instagram Screamous makes Instagram as a media or channel in doing business, one of them is in the fashion sector. Screamous in this case has an active role in managing and informing a product through online media. This study aims to achieve information delivery, introduce brands and products and apply pride in local products by creating favorable opinions and marketing success. In addition, it aims to find out the pull strategies in attracting consumer interest to consumers, with push strategies that encourage successful marketing and use pass strategies in providing favorable opinions. The method used in this study is qualitative with descriptive analysis approach and applying the constructivism paradigm, then the techniques used in this study are data collection techniques, passive participatory observation, in-depth interviews and document studies. This research was carried out through steps: determining the location of the study, determining the research method, determining the selection of informants, determining the source and type of data, determining the data collection techniques and processing and analyzing data. The results of this study indicate that in introducing and maintaining a local brand, in supporting the success of marketing. Screamous invites consumers to unite an understanding that as a good citizen, they must be proud of local products or domestic products. Marketing Public Relations Through Instagram Screamous in promoting a product consists of Pull Strategy in attracting interest through campaigns on Screamous products or goods and conducting promotional activities through online media, and social media. Push Strategy Screamous through special events, such as kickfest, expo in encouraging marketing success. Strategy Screamous Pass in creating favorable opinions through sponsorship activities such as seminars, education, music events in collaborating and helping the nation's generation in work.   Keywords: Marketing, Instagram, and Screamous  

scholarly journals Public Relations Strategy in Improving Cinema Company Reputation (Case Study Cinema21)

2021 ◽  
Vol 2 (2) ◽  
pp. 185
Author(s):  
Karina Khairunnisa Safitri ◽  
Putri Sonya ◽  
Nico Wattimena
Keyword(s):  
Data Collection ◽  
Public Relations ◽  
Research Method ◽  
Primary Data ◽  
Human Beings ◽  
Company Reputation ◽  
Qualitative Descriptive ◽  
Depth Interviews ◽  
Public Relations Strategy

Human beings needs to fulfill their life, entertainment is one of them. In this era of digitalization there are various form of enrtainment, one of them is cinema. CINEMA 21's is the largest and vast growing group of cinemas in Indonesia with many branches nationwide. CINEMA 21 public relations always try to improve their reputation by providing best facilities to its customers. The purpose of this research, is to analyze CINEMA 21's public relations activities to improve their reputation. The research method used is qualitative descriptive with primary data collection conducted through in-depth interviews with internal and external corporate sources, while secondarydata through company data (Company Profile), books, Internet (Articles) and Websites. The results of this research found that CINEMA 21's public relations activities managed to maintain the company's reputation.

scholarly journals Inovasi Madrasah Melalui Penyelenggaraan Madrasah Riset

2019 ◽  
Vol 17 (3) ◽  
Author(s):  
Umul Hidayati
Keyword(s):  
Data Collection ◽  
Historical Data ◽  
Laboratory Staff ◽  
Research Activities ◽  
Depth Interview ◽  
Implementation Guidelines ◽  
Depth Interviews ◽  
Participatory Observation ◽  
Research Budget

AbstractThe research entitled Madrasah Innovation Through the Implementation of Madrasa Research (Case Study at MAN 1 Jembrana Bali) was motivated by the 2013 Ministry of Religion's Suryadarma Ali policy on the Research Madrasah Program. But apparently this policy is not accompanied by other policies that support it such as the preparation of implementation guidelines as a reference for the implementation, budgeting policies, provision/guidance of personnel, and the provision of adequate infrastructure. This then raises problems for madrasas that are starting to pilot research madrasas, so that the implementation cannot be carried out optimally. This study aims to see how the implementation of research madrassas in MAN 1 Jembrana is seen from several components such as infrastructure, staffing, financing, curriculum and madrasa head policies in administration. This study uses qualitative methods, with approaches phenomenological and socio historical. Data collection was carried out through in-depth interviews, participatory observation, and document study. The results showed that the pioneering research madrasas at MAN 1 Jembrana had been carried out seriously, but the research activities had not been running optimally because there were still several obstacles such as the lack of a special research budget available from DIPA, there was no special research space available, there was no available research supervisors, limited laboratory staff, and the absence of operational guidelines/technical guidelines as guidelines for implementation. AbstrakPenelitian berjudul Inovasi Madrasah Melalui Penyelenggaraan Madrasah Riset (Studi Kasus di MAN 1 Jembrana Bali) dilatarbelakangi oleh adanya kebijakan Kementerian Agama Suryadarma Ali tahun 2013 tentang Program Madrasah Riset. Namun ternyata kebijakan ini tidak dibarengi dengan kebijakan lain yang mendukungnya seperti penyusunan pedoman pelaksanaan sebagai acuan penyelenggaraan, kebijakan penganggaran, penyediaan/pembinaan ketenagaan, maupun penyediaan sarana prasarana yang memadai. Hal ini kemudian menimbulkan persoalan bagi madrasah-madrasah yang mulai melakukan rintisan penyelenggaraan madrasah riset, sehingga dalam penyelenggaraannya tidak dapat dilakukan secara maksimal. Penelitian ini bertujuan untuk melihat bagaimana penyelenggaraan madrasah riset di MAN 1 Jembrana dilihat dari beberapa komponen seperti sarana prasarana, ketenagaan, pembiayaan, kurikulum dan kebijakan kepala madrasah dalam penyelenggaraan. Penelitian ini menggunakan metode kualitatif, dengan pendekatan fenomenologis dan sosio historis. Pengumpulan data dilakukan melalui in-depth interview, participatory observation, dan document studies. Hasil penelitian menunjukkan bahwa rintisan penyelenggaraan madrasah riset di MAN 1 Jembrana sudah dilaksanakan dengan serius, namun kegiatan riset belum berjalan maksimal karena masih adanya beberapa kendala seperti belum tersedia anggaran khusus riset dari DIPA, belum tersedia ruang khusus riset, belum tersedia tenaga pembimbing riset, terbatasnya tenaga laboran, dan belum adanya juklak/juknis sebagai pedoman penyelenggaraan.

scholarly journals Public Relations Strategy of PDAM Tirtawening in Responding to Consumer Complaints through Social Media (Twitter)

2021 ◽  
Vol 9 (2) ◽  
pp. 27-31
Author(s):  
Anisa Nurul Hasanah ◽  
Elsa Yuniarti ◽  
Dasrun Hidayat
Keyword(s):  
System Theory ◽  
Social Media ◽  
Data Collection ◽  
Public Relations ◽  
Public Services ◽  
Social Changes ◽  
Consumer Complaints ◽  
Community Behavior ◽  
Depth Interviews ◽  
Public Relations Strategy

The purpose of this study is to find out how PDAM Tirtawening's public relations strategy in responding to consumer complaints during the Covid-19 pandemic. After the Covid-19 pandemic, there were many changes ranging from social changes, community behavior actions, to changes in public services, especially in Pdam Tirtawening Bandung. This study uses descriptive studies with a skin-skinned approach. Data collection techniques in this study are observations, in-depth interviews with informants that have been determined by researchers consisting of 3 informants. Based on system theory by defining problems, planning and programming, communicating, evaluating this study found the fact that PDAM Tirtawening's Public Relations strategy during the Covid-19 pandemic is still receiving complaints, although the complaint is only submitted through social media twitter therefore PDAM Tirtawening strives as quickly as possible to respond to complaints and problems.

Pengelolaan Cyber Public Relations dalam Meningkatkan Citra

2020 ◽  
Vol 2 (1) ◽  
pp. 101-120
Author(s):  
Meitsara Sakinah ◽  
Dang Eif ◽  
Lida Imelda Cholidah
Keyword(s):  
Data Collection ◽  
Public Relations ◽  
Observation Data ◽  
The West ◽  
West Java ◽  
Data Presentation ◽  
Analysis Technique ◽  
News Selection ◽  
Depth Interviews

Tulisan ini menjelaskan tentang proses pengelolaan Cyber Public Relations yang dilakukan oleh humas Polda Jawa Barat dalam rangka meningkatkan citra lembaga memalui website tribratanews.jabar.polri.go.id. Penelitian yang dilakukan menggunakan paradigma konstruktivisme, metode kualitatif dan pendekatan studi kasus yang bertujuan untuk mengetahui proses pengelolaan Cyber Public Relations dalam meningkatan citra pada website tribratanews.jabar.polri.go.id secara mendalam dan menyeluruh. Konsep yang digunakan adalah konsep The four steps public relations dari Cutlip, Center and Broom, dengan menggunakan teknik pengumpulan data observasi partisipatori pasif, dan wawancara mendalam. Teknis analisis yang digunakan adalah reduksi data dan penyajian data. Hasil penelitian menunjukan bahwa Pengelolaan Cyber Public Relations dalam Meningkatkan Citra pada Website tribratanews.jabar.polri.go.id Polda Jawa Barat tersebut dimulai dengan melakukan pendefinisian masalah dengan tahapan koordinasi penentuan masalah, penghimpunan data, pemilihan berita dan analisis penentuan masalah, selanjutnya melakukan perencanaan dan pemprograman dengan tahapan Perencanaan target sasaran berita, pembuatan judul pemberitaan, koordinasi dalam perencanaan dan konfirmasi pimpinan, lalu pelaksanaan dan pengkomunikasian di dalamnya ada tahapan Pengelolaan berita, membuat berita, upload ke website dan link ke media social. Terakhir adalah pengevaluasian guna mengetahui manfaat yang diperoleh, keberhasilan pengelolaan dalam mencapai tujuan dari instansi yaitu untuk meningkatkan citra. This paper describes the process of managing Cyber ​​Public Relations by the West Java Regional Police in order to improve the image of the institution through the tribratanews.jabar.polri.go.id website. The research was carried out using the constructivism paradigm, qualitative methods and case study approaches which aimed to find out the management process of Cyber ​​Public Relations in improving the image on the tribratanews.jabar.polri.go.id website in depth and comprehensively. The concept used is the concept of The four steps public relations from Cutlip, Center and Broom, using passive participatory observation data collection techniques, and in-depth interviews. The analysis technique used is data reduction and data presentation. The results showed that Cyber ​​Public Relations Management in Improving Citra on the Tribratanews.jabar.polri.go.id website of the West Java Regional Police started by defining the problem with the stages of coordination of problem determination, data collection, news selection and problem determination analysis, then planning and programming with the stages of planning target news targets, making news titles, coordinating in planning and confirming leaders, then implementing and communicating in them there are stages of managing news, making news, uploading to websites and links to social media. Finally, it is evaluating to find out the benefits obtained, the success of management in achieving the goals of the agency, namely to improve the image.

scholarly journals Strategi Pengembangan Agribisnis Buah Naga di Perkebunan Sabila Farm Yogyakarta

2021 ◽  
Vol 5 (4) ◽  
pp. 436
Author(s):  
Vanya Almeira Rizkika ◽  
Hepi Hapsari ◽  
Rani Andriani Budi Kusumo ◽  
Endah Djuwendah
Keyword(s):  
Data Collection ◽  
Development Strategies ◽  
Qualitative Approach ◽  
Climate Condition ◽  
Case Study Method ◽  
Dragon Fruit ◽  
Depth Interviews ◽  
Lower Production ◽  
Participatory Observation

Sabila Farm is a plantation that plants various commodities, and dragon fruit is its superior commodity. But its production and productivity are declining. The purpose of this study is to determine its agribusiness performance, identify strengths, weaknesses, opportunities and threats of business and determine agribusiness development strategies that are appropriate to its condition. This research is conducted through qualitative approach with case study method. Data collection techniques or information by means of participatory observation, in-depth interviews and literature studies. Informants that are being interviewed are the owner and staffs of Sabila Farm. All the data obtained from research are analyzed with SWOT and fishbone analysis. The result of this research is that Sabila Farm has managed its farming business quite well, although there are several obstacles that have caused the lower production and productivity, such as climate condition, lack of labour especially due to Covid-19 pandemic, and its traditional technology. Therefore, Sabila has to increase its labour and develop its technology. Sabila Farm adalah perkebunan yang mengusahakan berbagai komoditas, dimana buah Naga adalah komoditas unggulnya. Akan tetapi, produksi dan produktivitasnya semakin menurun. Tujuan dari penelitian ini untuk mengetahui keragaan agribisnis di Sabila Farm Yogyakarta, mengidentifikasi kekuatan, kelemahan, peluang dan ancaman usaha dan menentukan strategi pengembangan agribisnis yang sesuai dengan keadaan. Penelitian ini bersifat kualitatif dengan metode studi kasus, karena seluruh subsistem agribisnis akan diteliti secara mendalam. Teknik pengumpulan data atau informasi secara observasi partisipatif, wawancara mendalam dan studi literatur. Informan dalam wawancara yang dilakukan yaitu owner dan pegawai Sabila Farm. Seluruh data hasil penelitian dianalisis dengan SWOT dan analisis fishbone. Hasil dari penelitian ini yaitu Sabila Farm sudah mengelola usaha taninya dengan cukup baik, walaupun ada beberapa kendala yang menyebabkan semakin rendahnya produksi dan produktivitas, seperti kondisi iklim, kurangnya tenaga kerja karena kondisi pandemi, dan masih sederhananya teknologi. Karena itu, Sabila sebaiknya menambah SDM dan mengembangkan teknologi budidayanya.

scholarly journals Problematika Penerapan Sistem Nazhariyyah Al Wahdah pada Pembelajaran Bahasa Arab di Madrasah Aliyah Se-Kota Metro Tahun 2018

2019 ◽  
Vol 21 (01) ◽  
pp. 61
Author(s):  
Novita Rahmi
Keyword(s):  
Data Analysis ◽  
Data Collection ◽  
Time Allocation ◽  
Qualitative Case Study ◽  
Model Data ◽  
Problems And Solutions ◽  
Language Environment ◽  
Depth Interviews ◽  
Participatory Observation

This study aims to determine the problems and solutions to the application of the Nazhariyah Al Wahdah system in learning Arabic in the Aliyah Madrasah in Metro City in 2018. This research is a qualitative case study conducted in 3 Aliyah Madrasas in Metro City: MAN 1, MA Muhammadiyah, and MA Raudhatut Thalibin. The researcher uses interactive model data analysis. Based on data collection techniques: In-depth interviews, documentation, and participatory observation, the researchers concluded that these problems occur due to inadequate time allocation and unavailability of language laboratories. And professional teachers in the field of Arabic and the existence of a language environment are the solution to this problem.

Strategi Humas Partai Gerindra dalam Membangun Citra Partai pada Pemilu 2014

2017 ◽  
Vol 1 (1) ◽  
Author(s):  
Rialdo Rezeky ◽  
Muhammad Saefullah
Keyword(s):  
Data Collection ◽  
Public Relations ◽  
Media Relations ◽  
Executive Board ◽  
The Public ◽  
Community Or ◽  
The Subject ◽  
Main Components ◽  
The Right ◽  
Participatory Observation

The approach of this research is qualitative and descriptive. In this study those who become the subject of research is an informant (key figure). The subject of this study is divided into two main components, consisting of internal public and external public that is from the Board of the Central Executive Board of Gerindra Party, Party Cadres, Observers and Journalists. The object of this research is the behavior, activities and opinions of Gerindra Party Public Relation Team. In this study used data collection techniques with interviews, participatory observation, and triangulation of data. The results of this study indicate that the Public Relations Gerindra has implemented strategies through various public relations programs and establish good media relations with the reporters so that socialization goes well. So also with the evaluation that is done related to the strategy of the party. The success of Gerindra Party in maintaining the party’s image in Election 2014 as a result of the running of PR strategy and communication and sharing the right type of program according to the characteristics of the voting community or its constituents.Keywords: PR Strategy, Gerindra Party, Election 2014

MANAJEMEN OPERASI DAKWAH:INVESTIGASI EKSPLANATORI PADA PROGRAM KHUTBAH JUMAT DI MASJID AL-FALAH SURABAYA

2019 ◽  
Vol 2 (1) ◽  
pp. 1
Author(s):  
A. Faiz Khudlari Thoha ◽  
Reka Gunawan ◽  
Bambang Subandi
Keyword(s):  
Data Collection ◽  
Production Process ◽  
Selection Mechanism ◽  
Final Design ◽  
Depth Interviews

ABSTRACTThis study aims to provide an overview of the strategy and management of the Friday Khutbah production process at the Al-Falah Mosque in Surabaya as its object. The method used by researchers in this research is a case study with data collection procedures using in-depth interviews, observation, and documentation. So that researchers can explore the phenomenon of the object of research in detail and depth. The findings that occur in the field show results that are sharpened by descriptive descriptions of several categories of production. First, the process of determining the idea of the Friday sermon program at Al-Falah Mosque. Second, for the selection mechanism for Friday sermons at Al-Falah Mosque. Third, the design of the Friday sermon program at Al-Falah Mosque. Fourth, testing and evaluating the Friday sermon program at Al-Falah Mosque. Fifth, the final design of the Friday sermon program at Al-Falah Mosque.ABSTRAKPenelitian ini ditujukan untuk memberikan gambaran mengenai strategi dan manajemen proses produksi khutbah Jum’at di Masjid Al-Falah Surabaya sebagai objeknya.  Metode yang digunakan oleh peneliti dalam penelitian ini ialah studi kasus dengan prosedur pengumpulan data menggunakan wawancara secara mendalam, observasi, dan dokumentasi. Sehingga peneliti dapat menggali fenomena pada objek penelitian secara rinci dan mendalam. Temuan yang terjadi di lapangan menunjukkan hasil yang dipertajam dengan uraian deskriptif mengenai beberapa kategori produksi khubah. Pertama,  proses penentuan gagasan  program khutbah Jum’at di Masjid Al-Falah. Kedua, untuk mekanisme  seleksi program khutbah Jum’at di Masjid Al-Falah. Ketiga, desain program khutbah Jum’at di Masjid Al-Falah. Keempat, pengujian dan evaluasi program khutbah Jum’at di Masjid Al-Falah. Kelima, desain akhir program khutbah Jum’at di Masjid Al-Falah. 

Public relations in the age of data: corporate perspectives on social media analytics (SMA)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kathy R. Fitzpatrick ◽  
Paula L. Weissman
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Social Media Analytics ◽  
Content Type ◽  
The Public ◽  
Management Function ◽  
Use Of Social Media ◽  
The Impact ◽  
Corporate Brands ◽  
Depth Interviews

PurposeThe aim of this study was to understand how public relations leaders view and use social media analytics (SMA) and the impact of SMA on the public relations function.Design/methodology/approachThe research involved in-depth interviews with chief communication officers (CCOs) from leading multinational corporate brands.FindingsThe findings revealed that although CCOs perceive social media analytics as strategically important to the advancement of public relations, the use of social media data is slowed by challenges associated with building SMA capacity.Theoretical and practical implications – The research extends public relations theory on public relations as a strategic management function and provides practical insights for building SMA capabilities.Originality/valueThe study is among the first to provide empirical evidence of how companies are using social media analytics to enhance public relations efforts.

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